By Lidia Hovhan, SEO Project Manager, Omnicore Agency
Ever since the COVID-19 pandemic was declared a health emergency, the global economy was threatened as businesses took the biggest hit. Over the last couple of months, many companies have been declared bankruptcy, while others have had to lay off their staff. All these took place in the wake of eroding resources and dwindling assets, and the trend is foreseen to continue until the economy opens up.
To remain relevant in the market, many businesses have changed their modes of operation and marketing strategies. Most of the restrictions and regulations put in place by most governments to manage the virus prohibit crowding.
Since most brands used human touch and interaction to promote themselves, the current situation has forced them to embrace other strategies, which mostly include digital marketing and the use of mainstream media.
As the race to find the Coronavirus vaccine nears to an end, business executives are hopeful that everything goes back to how it was pre-Corona. Unfortunately, that won’t be the case. In the post-Corona era, brands will be frantically competing for attention and survival. Priorities will have shifted, forcing marketing practices to reflect the change.
Gaining a competitive edge over the competition in the post-COVID-19 era will require fine-tuning current marketing strategies before relaunching your business. Even though the finances might impede running the required campaigns, you can still get the ball rolling with a few essential tweaks.
Take a look at six of the best post-COVID marketing strategies for your brand:
Start with customer empathy
Leads and conversions always begin with content marketing, which involves creating and distributing quality content to the relevant audience. Before the customers associate with your business, they need to feel connected to it. The biggest trick has always been to humanize your content before reaching out to the target audience.
As the economy gets reopened post-Corona, everyone will be rushing to make sales, and for you to succeed, you ought to adjust your brand voice to reflect what your customers are facing. Be authentic, think like them, and show them heartfelt empathy from every angle whenever you want to market your products or services.
Avoid being too salesy and forceful to the audience, and try to hit on the pain points that your potential customers face and how you may offer the right solutions to them.
Realign marketing campaigns
In the post-COVID era, businesses must realign their marketing campaigns to continue pressing on customers’ demands. Brand awareness is the driving force for any business and, therefore, one should approach it at the crux.
The future of the business environment will depend on Omnichannel marketing, and brands must immediately switch if they aren’t already using it. This strategy enables brands to have personalized interactions with their customers.
Multichannel marketing has been around for many years now and works to create various channels where businesses can interact with their customers. However, Omnichannel marketing works to ensure that the dimensions of user experience are added regardless of the channel the customer uses.
Another form of realignment is to add podcasting into the mix. Creating a podcast has become the new wave for marketers as they all strive to get a piece of this exponentially growing marketing platform.
The increasing popularity of podcasts is mainly attributed to the convenience it offers both the listeners and creators. With over 800,000 active podcasts and over 30 million episodes online, you too should be part of this ever-expanding community. For starters, the current generation is tasked with many things to be done at once, hence the need for multitasking. By using podcasts, the users get to be entertained and educated, keeping up with their topics of interest as they do other things. All that’s required is their ears and not their eyes or hands.
As for the creators, the only work they need to do is get the necessary equipment such as microphones and editing software. Their biggest investment would be looking for a host, but this has been simplified as there is now a bigger list of the best podcast hosting services to choose from.
Get a well-rounded CRM tool
If a brand is looking to use the multichannel approach while still propagating a sense of positivity, a credible and powerful Customer Relationship Management (CRM) platform would be ideal.
CRM enables the marketers to gather useful data and analytics that provide them with information such as where their customers come from, their life cycle, whether they’re likely to purchase something, and how they can keep track of their campaigns.
In a post-Corona environment, this will be the best tool with a massive outreach that can allow you to categorize your clients easily. Brands can also take full advantage of built-in features such as customized messages and emails to reach their clients.
Identify your key paid advertising channels
Search engines like Google and social media platforms such as Facebook, Instagram, and Twitter have been the go-to channels for those who wish to promote their brands. Through the paid advertisements, many businesses have reached a bigger audience, with most of them experiencing an increase in sales.
However, these may not be the only platforms to consider for your paid advertising campaigns. During the lockdown period, many other channels came up and even became a sensation. For instance, the use of TikTok became an instant hit, with millions of users downloading the app.
Even though not all businesses are eligible to be marketed on TikTok, it might be wiser to have an account ready, just in case you ever find the need for it in the future.
Another popular marketing strategy would be the use of influencers to promote your brand. With the many restrictions in place, people would not freely leave their homes, hence getting glued to their social media accounts and getting updates from their favorite celebrities.
The use of influencer marketing is likely to continue being a popular strategy even after the Corona pandemic. This is because these influencers will have created a loyal following that will always come back for more content.
Do not promote fear
Promoting fear is never recommended, as it is not a good motivator for a brand that’s targeting longevity. If you want your business to have long-term visibility, do not take advantage of the fear and panic that some people might have to lure them into making a purchase. You should know how to differentiate a sense of urgency and panic and how your business will get impacted by both circumstances.
Focus on brand longevity
If you have been in the marketing industry long enough, you will find that hundreds of companies once took the world by storm when they were launched, only for the majority of them to close down a few months later. The mistake many of such brands made was neglecting longevity and solely focused on short-term benefits.
Always have a strategy that will ensure that you remain relevant, years after your official launch.
In the post-COVID era, brands that need to remain relevant will have to make amendments to their marketing strategies. A few tweaks need to be made to the already existing campaigns and incorporating new tactics, such as creating a podcast. Although the times might not be easy, use our tips, and you’ll be guaranteed to come out strong.
I hadn’t even thought about what post-COVID marketing might look like. I suppose our industry is so wrapped up in the absolute tectonic shift we made 8 months ago that it’s hard to be forward-thinking. This is the first time I’ve even considered a post-COVID world!